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For a sporting cause


The man behind the stadia.

FOR NAGARJUNA Constructions Company, the emphasis is on brand image rather than only making money. Thus, when it took up the arduous task of creating sports infrastructure for the 2002 National Games, it knew pretty well the nuances involved .

As the 66-year-old chairman of NCC, A.V.S.Raju, points out, the entire project is a non-profit venture. "We have taken it up to demonstrate to the world, our capabilities in this field too. And, more importantly, we preferred brand image to crass commercialism,'' he remarked.

There is a humane approach towards the labour too. Raju makes it a point to be very friendly to get the best out of the labour and ensures they are accommodated near the venue and are provided clean drinking water and other basic amenities including entertainment.

On what gave him the ultimate satisfaction of this sports project, the gentleman feels it is the wonderful design of all the three venues. "They stand out for their majestic appearance from any angle,'' he added. "It's a pleasure to be part and parcel of creating such excellent infrastructure and contribute in our own to the sporting history,'' Raju said. Interestingly, he doesn't dabble in sports promotion activities. "I strongly believe that one should do a job in which he is really good instead of trying to be a jack of all trades and master of none. As far as this project is concerned, I strongly believe that we didn't disappoint anyone,'' he asserted. Yet, the NCC has definitely come out of this venture with its image enhanced by virtue of its commitment to human values too.

V.V.S.

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